7 talent shifts that made waves in Hong Kong’s marketing scene

Talent crunch has been an ongoing challenge for businesses and companies across the globe over the past year with this year's hiring challenge shifting to artificial intelligence (AI).

According to The AI Readiness in Workplace Survey 2025, conducted by the Hong Kong Productivity Council (HKPC), enthusiasm for integrating AI into workflows is growing. An impressive 92% of respondents are eager to gradually adopt AI in their operations, with nearly a quarter (24%) planning to achieve full implementation within just a year.

However, despite this rising enthusiasm, enterprises encounter several practical challenges. The survey identifies key barriers, including a lack of AI expertise and training, concerns about data privacy and security, and difficulties in integrating with existing systems.

Moreover, Hong Kong is transitioning towards strategic oversight, AI system management, and creative problem-solving, with nearly all companies adopting AI. According to a survey conducted by Deel, 48% of enterprises are undergoing significant workforce restructuring to facilitate this integration. Even more concerning, 73% of Hong Kong business leaders expect to reduce entry-level hiring over the next three years, while 70% note a decline in development opportunities for entry-level employees.

In the marketing sector, we've seen several significant career shifts that have captured our readers' attention. Below are some of the most intriguing job changes in Hong Kong that made headlines.

1. Bayer's Asia brand strategy lead for consumer health departs

Bayer’s Asia brand strategy lead for consumer health Ellen Yau departed after three years to join biotech company PHASE Scientific as its head of business for consumer healthcare in September this year.

Reporting directly to Jenny Chiu, general manager, PHASE Scientific, Yau is responsible for providing overall business leadership across the brand's consumer healthcare portfolio, including INDICAID at-home tests and other adjacent healthcare solutions.

This role is newly created as the company is strengthening its leadership structure to support its strategic priorities across different business units. This role was created to scale its consumer healthcare business, especially in women’s health such as HPV urine screening, menopause management and sexual health; drive innovation and portfolio expansion in Hong Kong and ASEAN.

Her role spans sales, marketing, and innovation in Hong Kong, as well as business development across ASEAN, said Yau in conversation with MARKETING-INTERACTIVE. "I focus on expanding our market presence, building strategic partnerships, and driving sustainable, innovation-led growth for our consumer health solutions."

2. Construction Industry Council nabs AS Watson's Hanks Lee as GM of corp comms

Hanks Lee made waves this year when the Construction Industry Council (CIC) onboarded him as its general manager of corporate communications and corporate services, following his departure from AS Watson after a 14-year tenure. Lee reports to CIC's executive director, Cheng Ting Ning Albert.

In his new role, Lee is tasked at spearheading several functions within the CIC covering media relations, corporate events, promotional campaigns, sports, volunteering, social and digital platforms, said Lee in conversation with MARKETING-INTERACTIVE.

Lee shared that his move from the FMCG sector to the construction industry was driven by a desire to take on a more purpose-driven role. "With family and friends deeply rooted in construction, this transition feels very meaningful to me, it’s fulfilling to give back to an industry and community that has shaped my own journey."

3. Café de Coral names new marketing director

Café de Coral appointed Angel Tam as its new director of marketing in May. She reports to Piony Leung, CEO of Café de Coral, and Nelson Lo, general manager of HK Fast Food at Café de Coral.

In her new role, Tam spearheads the Café de Coral’s marketing strategy and execution, reinforcing the brand's position as “Hongkongers’ canteen” – an iconic part of everyday life in the city.

Tam brings extensive experience from her most recent role as marketing and eCommerce director at The Peninsula Hotels. Prior to this, she honed her expertise at dynamic QSR brands including KFC, developing strong capabilities in fast-paced consumer marketing environments.

4. Chubb Life HK names new chief marketing officer 

Ivy Cheung made a notable impact this year with her appointment as chief marketing officer of Chubb Life Hong Kong in April. Her appointment underscores Chubb Life HK’s commitment to evolving its brand proposition to reflect modern values, inclusivity, and customer-centricity.

Reporting to Belinda Au, president of Chubb Life Hong Kong, Cheung leads the overall marketing and brand strategy for the Hong Kong region, with a strategic focus on engaging the vital Mainland Chinese Visitors (MCV) market.

Cheung brings over a decade of holistic experience in strategic branding and marketing across agency, retail, travel, and banking sectors. Her proven expertise in developing distinctive market propositions and integrated marketing strategies positions her to strengthen Chubb Life HK’s leadership in meaningful legacy planning and further differentiate the brand in an increasingly competitive market.

5. Doreen Cheng rejoins DFI Retail's Mannings as marketing director 

DFI Retail Group made headlines by appointing Doreen Cheng as its marketing director for Health & Beauty in North Asia and for the H&B own brand power brand, effective March.

Cheng reports directly to Alex Liu, managing director, health and beauty, Hong Kong, Macau and China, DFI Retail Group and has a dotted line to Andrew Wong, CEO, health & beauty of the company.  

In her new role, Cheng oversees and leads DFI’s North Asia Mannings marketing strategy and operations, fostering meaningful customer connections in the diverse and ever-evolving market.  

With extensive experience in senior marketing roles at global and regional brands, including Mars Wrigley, Unilever, and Lian Hua Supermarkets China, Cheng most recently served as global chief marketing officer at Lee Kum Kee Sauce Group, where she led global brand and category strategy development.

6. Starbucks APAC VP of product and marketing departs after 12 years

Samuel Fung, Starbucks’ vice president of product and marketing for Asia Pacific, stepped down in February after 12 years to take a career break.

Fung has more than 24 years of experience in the areas of retail marketing, business process and system re-engineering, organisation transformation, business development, and enterprise project management.

He joined Starbucks in 2013 as director, project management office, strategy & business development, China & Asia Pacific and has helmed several senior positions over the years.

In a LinkedIn post, Fung expressed his gratitude to his team, market partners and everyone at Starbucks for their support, hard work and dedication. “It's been my privilege to work alongside many of you, navigate complex issues, drive impactful innovation and deliver meaningful results over the past 12 years. I have learnt a great deal from you and I am immensely proud of the extraordinary team and the family we have built together, and the values we have upheld during the most challenging period,” he said.

7. Reckitt's general manager for HK departs after 3 years

Boudewijn Feith, Reckitt's general manager for Hong Kong, Taiwan, and Macau, departed in January to join wellness brand Rituals as managing director for Greater China.

In this new role, he oversees the ambitious expansion plans of the Amsterdam headquartered beauty and wellness brand, reporting to Peter van Campen, APAC director, Rituals. Rituals has offices in Shanghai and Hong Kong. Next to recent store openings in Shanghai and Shenzhen, the brand has also recently entered Japan and various other travel retail locations across Asia Pacific.

Feith left Reckitt after leading the Hong Kong and Taiwan business for the last three years. Before that he was responsible for the Greater China expansion of the Reckitt Hygiene BU since 2019. Until a successor is announced, Arjun Purkayastha, senior VP for Greater China and North Asia, Reckitt will be acting general manager for HKTW. 

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